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22-Lg Marketing Project

22-Lg Marketing Project

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Published by Ajay Kumar

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Published by: Ajay Kumar on May 10, 2011
Copyright:Attribution Non-commercial

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11/27/2014

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APROJECT REPORTONMARKET ANALYSIS OF LG CONSUMER DURABLES &DEALER DEVELOPMENT‘MARKETED’ BY:POOJA SHARMA (27)RAJESH RANJAN (30)ROHIT SONKAR (32)SANJAY VERMA (36)SONI (40)MASTERS OF INTERNATIONAL BUSINESS 1st SEMESTER
 
Acknowledgement
It is indeed of great moment to pleasure to expressour senses of profound gratitude & indebtedness toall the people who have been instrumental inmaking it a rich experience. We found it to be achallenging project that gave us a real practicalexposure to the corporate world and it is almostimpossible to do the same without the guidance of peoples around us. It gives us immense pleasure toacknowledge
LG ELECTRONICS INDIA Ltd
.dealers, who have been nice enough to give us achance to do our project and providing uswonderful support throughout our project
.
 
Executive summary
Indian Consumer durables market used to be dominatedby few domestic players like Godrej Voltas Allwyn andKelvinator. But post liberalization many foreigncompanies have entered into Indian market dethroningthe Indian players and dominating Indian market themajor categories being CTV, REFRIGRATOR, AIRCONDTIONERS and WASHING MACHINES. India being thesecond largest growing economy with huge consumerclass has resulted in consumer durables as the fastestgrowing industries in India. LG, SAMSUNG the two Koreancompanies have been maintaining the lead in the marketwith LG being leader in almost all the categories. Therural market is growing faster than the urban market,although the penetration level is much lower .The CTVsegment is expected to the largest contributing segmentto the overall growth of the industry. The rising incomelevels double-income families and consumer awarenessare the main growth drivers of the industries. Consumerdurables major LG Electronics India Pvt Ltd (LGEIL) willinvest nearly Rs 500 crore in India this year in researchand development, brand-building and other marketinginitiatives. The company, having a turnover of Rs 9,500crore and market share of 26 percent, is investing Rs 360crore on brand-building and other marketing initiativesand around Rs 140 crore on research and development,besides launching new platforms in informationtechnology and related areas, LG’s innovative 211campaign’ to provide quality after-sales service, will alsobe expanded from the existing 22 to 40 cities by nextmonth, the campaign, for which IT infrastructure hasbeen set up, includes the companys response to

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